Against the backdrop of Bowel Cancer Awareness Month, Russell Young, Commercial Director at Reframe Cancer, examines how social media and digital platforms can help reach younger people in the spaces they already use, and why this is becoming increasingly important for earlier detection and improved outcomes.
Bowel cancer increasingly affects people in their 30s and 40s, at work, busy, juggling life, often dismissing symptoms or not recognising the risk at all. And by the time it’s picked up, the window for early intervention has already narrowed. As we mark Bowel Cancer Awareness month, it’s important to look at prevention, early detection and the factors behind the numbers.
Bowel cancer is one of the UK’s most common cancers, with approximately 46,600 cases a year (12% of all cancers). Importantly, over the last few years, the number of young adults aged 25-49 diagnosed with bowel cancer has been on the rise, increasing by 22%. It is currently the 2nd biggest cancer killer in the UK, with around 17,700 deaths per year.
The good news is that 54% of bowel cancers are preventable. This is where awareness, earlier detection and action changes everything.
Lifestyle, diet and sedentary living are all factors that are linked to the steep rise in bowel cancer cases. Diet is the biggest driver, with 28% of cases linked to low fibre alone. Yet this is one of the most preventable cancers. It’s why initiatives like Bowel Cancer Awareness Month are so important – they help people understand that lifestyle changes and screening participation can significantly reduce the risks.
Younger adults and digital channels
Against this backdrop, the challenge is that younger audiences, those increasingly at risk, aren’t engaging with traditional health messaging. They’re not waiting for leaflets, GP prompts or public health campaigns. They’re scrolling.
If we want to reach this audience, we need to meet them where they already are, so it’s important to consider the role of digital channels and social media. Social media platforms such as Instagram, TikTok and YouTube are no longer just entertainment channels; they are information ecosystems. Recent research shows that 38% of adults under 35 turn to social media for content advice on finances and mortgages, compared to just 22% of those aged over 55.
We have never had so many ways available to reach younger adults, at a time when cancer numbers are continuing to rise. The number of people under 50 diagnosed with cancer in the UK has risen 24% in two decades. 1 in 7 women will receive a breast cancer diagnosis in their lifetime.
Cancers linked to diet and lifestyle, such as bowel cancer, are appearing 10-15 years earlier than a generation ago. Yet most of these figures and statistics can be significantly reduced through education, prevention and greater access to cancer screening.
In the last year alone, we have seen a 60% increase in cancer support insurance cases. This reflects overall what we are seeing in the market, with the number of people under 50 being diagnosed with cancer in the UK rising. This is further backed up by recent data from Private Healthcare Information Network (PHIN) that shows the number of people aged under-50 admitted to private hospitals with bowel cancer has also jumped by almost 50% since 2021.
Awareness and education
As an industry, we are in a unique position where we can engage with younger audiences on the importance of protection insurance and the vital role it can play, but the use of digital channels is just one strand of activity, and on their own are not enough to cut through.
This would need to be supported and underpinned by awareness and education from employers and insurers. Action and education here will bring down incidence rates. For example, Stage 1 bowel cancer has a high 5-year survival rate of over 90–95%, as the cancer is limited to the bowel wall.
In contrast, stage 4 (metastatic) bowel cancer, where the cancer has spread to other organs, has a 5-year survival rate of approximately 10–14%. Early detection significantly improves prognosis. More demand for screening and treatment, however means more pressure on an already strained NHS, which is where insurers, private providers and having the right protection policy in place can help with earlier diagnosis and better outcomes.
